Connovation

What Connovation does

Connovation is a New Zealand-based, privately held manufacturer and direct-to-consumer supplier of invasive animal pest control products, headquartered in Auckland and founded in 2011. The company designs, develops, and locally manufactures traps, toxins, lures, non-toxic prefeed, and monitoring tools targeted at the specific invasive species threatening New Zealand's biodiversity and primary industries: possums, rodents, stoats and other mustelids, feral cats, and wallabies. Its proprietary product range includes branded formulations such as PredaSTOP, Bait-Rite, Erayz, Cyanara50 Paste, Double Tap, Feracol, Ratabate, D-Block, Ferafeed, and Feratox, several of which require a Controlled Substance Licence (CSL) to purchase. Connovation maintains a dedicated research team that collaborates with scientists and publishes research papers and best-practice documentation through its online knowledge hub.

The company operates a self-serve, product-led growth motion, selling directly through its own e-commerce storefront at connovation.co.nz with categories organized by pest type. Its customer base spans conservation organizations aligned with the Predator Free 2050 initiative, agricultural producers, community-led trapping groups (e.g., Predator Free Franklin), and individual property owners. Marketing is multi-channel, combining content (blog, Cam Speedy's 16-video Expert Tips YouTube series), organic social (Facebook, Instagram, LinkedIn), and paid acquisition (Google Ads). Distribution is domestic-only across New Zealand, with no public indication of international expansion or external funding rounds. Strategic positioning is reinforced through partnerships with Predator Free NZ, Predator Free Franklin, and Save the Kiwi, aligning the brand with New Zealand's largest national biodiversity programs.

Name

Connovation

Legal name

Connovation

Website

https://connovation.co.nz

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Connovation is a New Zealand-based, privately held manufacturer and online supplier of locally designed invasive animal pest control products — traps, toxins, lures, and monitoring tools — serving conservation organizations, agricultural producers, community groups, and property owners across New Zealand.

Ownership category

akta.pro rank

Product category

Invasive Animal Pest Control Products

akta.pro primary industry

Pest Control Product Supply (Fumigants, Traps, Lures, Applicator Equipment) (AFAOAIAN)

Keywords

• Invasive pest control
• Animal pest control products
• Pest control baits
• Conservation pest management
• Pest monitoring tools

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. Product Sales: Direct sales of pest control products through e-commerce online store. Products include traps, toxins, lures, and monitoring tools for invasive species control in New Zealand.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Connovation designs, manufactures, and supplies a proprietary range of invasive animal pest control products for the New Zealand market, including toxic baits, non-toxic prefeed, lures, traps, and monitoring tools such as chew cards and tracking tunnels. Its catalog targets possums, rodents, stoats, feral cats, and wallabies, with an in-house research team collaborating with scientists to deliver formulations tailored to NZ conditions. Products are sold direct to conservation groups, agricultural users, community trappers, and individual property owners through the company's own online store.

Product overview

Connovation offers a comprehensive portfolio of invasive animal pest control products for the New Zealand market. The product line includes toxic baits (Bait-Rite, PredaSTOP, Cyanara50, Double Tap, Feracol, Ratabate, D-Block, Feratox), lures (Erayz), non-toxic prefeed (Ferafeed), and monitoring tools. Products are organized by target pest: possum control, rodent control, stoat control, feral cat control, and wallaby control. Some products require a Controlled Substance Licence (CSL) due to their toxic nature. The company also provides best practice guides and research papers to support proper use of their products.

Differentiator

Problem solved

Functional benefit

Brands

• Connovation: Conservation by Innovation - New Zealand's home of effective, locally designed & manufactured invasive pest control products

Products and services

• Bait-Rite
• PredaSTOP
• Erayz
• Cyanara50 Cyanide Paste
• Double Tap Pellet Bait
• Feracol
• Ratabate
• D-Block
• Ferafeed
• Feratox
• Monitoring and Conservation Tools

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Predator Free NZcoreStrategic or Co-development PartnerConnovation supports Predator Free NZ, a major national initiative aimed at eliminating introduced predators from New Zealand by 2050 to protect native biodiversity.
• Predator Free FranklinminorStrategic or Co-development PartnerConnovation supports Predator Free Franklin as the hub for growing community-led pest control projects in the Franklin area of New Zealand.
• Save the KiwiminorStrategic or Co-development PartnerConnovation supports Save the Kiwi, an organization dedicated to saving New Zealand's national icon from extinction through pest control efforts.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Victor (Woodstream): US-based manufacturer of the Victor brand of rodent snap traps and small-animal control devices. Directly comparable on product category (mechanical rodent traps) and consumer/B2B pest-control channel.
• PelGar International: UK-based manufacturer of professional rodent and insect control products including baits and traps. Comparable as an independent pest control product manufacturer serving conservation and professional markets.
• Tomcat (Motomco): Manufacturer of Tomcat-branded rodent bait stations and traps. Direct peer in consumer/professional rodent control products and bait delivery systems.
• Goodnature: New Zealand-based manufacturer of humane A24 rat and stoat traps. Most directly comparable peer given shared NZ focus, conservation end-market, and overlapping product categories (rodent and mustelid control).
• Bell Labs: US-based manufacturer of rodenticide baits and bait stations (e.g., Contrac, Final). Directly comparable on toxic bait formulations and pest control product supply.

Broad incumbents

• Terminix: Major North American pest control services provider with proprietary product formulations. Broad incumbent in pest control though distribution is service-led rather than product-led like Connovation.
• Anticimex: Swedish-headquartered global pest control services group with growing product/digital offerings. Broad incumbent operating in the same end-market for rodent and wildlife control.
• Neogen Corporation: US-listed food and animal safety company with a pest control and rodenticide product line. Broader incumbent with overlapping capabilities in pest control chemistry but a much wider portfolio.
• Rentokil Initial: Global pest control services giant that also manufactures/formulates pest control products. Broad incumbent with overlapping product capabilities though primarily services-led.
• BASF Professional Pest Solutions: Diversified chemical giant's pest control division offering rodenticides, insecticides, and applicator products. Broad incumbent with overlapping toxic bait technology.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC45cQfWL099AAXH0ltIHnZg
• Facebookfacebook.com/connovation
• LinkedInlinkedin.com/company/connovation
• Instagraminstagram.com/connovation

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Connovation